Relaunch points up provenance

18 April, 2008

Wells & Young's is relaunching the Young's portfolio of bottle-conditioned beers to give

a more premium image.

Marketing director Chris Lewis said: " We see this as a new sector in premium bottled ales - super premium ales."

Its flagship Young's Bitter has also been given the Red Tractor symbol which certifies

its ingredients can be traced

to the farms where they were grown.

Jonathan Tipples, vice chairman of Assured Food Standards, the organisation behind Red Tractor, said: "The Red Tractor logo on packs will give consumers complete confidence about the strict standards of production upheld by the scheme. "




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle ľ which makes it especially galling that we spend so much time divided over it.

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